Manuel Butler has been CEO of the Spanish Institute for Tourism since January 2012 and has acquired extensive experience in destination marketing over more than 25 years working in management positions, both in the public and the private sector, in Western Europe, North and Latin America. “Europe is the world’s number one tourist destination. However, this leadership position should not be a reason for complacency. Europe has to contend with growing competition in the increasingly globalised international tourism market. In order to respond to this situation, the countries of Europe have to join forces, share resources and ideas and develop joint marketing initiatives to promote the excellence and diversity of Europe” said Manuel Butler.

ETC has been responsible for marketing Europe overseas since its foundation in 1948. Today ETC has embarked together with the European Commission on the exciting initiative Destination Europe 2020, a program designed to involve the entire tourism industry in defining a long-term strategy for Europe as a tourism destination. Under the leadership of Manuel Butler, ETC will continue supporting member NTO’s in their portfolio of marketing and research activities in major long-haul markets with the aim to strengthen and increase competitiveness of the travel brand Europe.